Sew Wardrobe in Ashby has won the Ashby de la Zouch Town Council's festive Best Dressed Window competition.

The event was designed to bring a festive sparkle to the town encouraging local people back to shop safely at the end of a challenging year for businesses.

Residents voted for the Market Street-based shop to win and five voters have been selected at random to receive a £10 shop local gift voucher to spend at a local business.

Ashby Mayor Graham Allman presented Sew Wardrobe owner Alison Smith MBE and her staff with the winner's trophy on Tuesday morning.

The front window creation is best viewed in the evening and Emma Clark, the shop manager, told Ashby Nub News what the inspiration was for the design.

She said: "It's Ashby in gingerbread. We tried to have a bit of recycling theme as well, using as few resources as possible.

"But what we did need, we bought locally. It's a true Ashby window.

"We drew the buildings in Ashby on old cardboard boxes and make them up to look like gingerbread.

"And we sell fabrics, so we made the clothes look Christmassy and festive with a bit of sparkle.

"We just thought one day about the idea of sweets and paper plates, which we spray painted to make them look like bon-bons."

Alison said the display was all down to the hard work of her employees Emma and Abby Millward.

She added: "I'm very proud, I have the most amazing staff.

"They're my two little starlets.

"A lot of thought went into it, it's not necessarily easy to display fabric.

"We are a fabric shop and it's quite a difficult product to display.

"But the girls have done a great job with Gingerbread Ashby and looks better at night than in the day."

The Mayor said: "The competition was organised by North West Leicestershire District Council and this prize was focused on Ashby which is recognised by retailers as a jewel in the crown.

"The best dressed window accolade to Sew Wardrobe which is to be congratulated for its efforts.

"We need to get people back on to Market Street.

"It brightens up the town during the Christmas we're having and we want to people to come out and spend money - but in a safe manner."

Councillor John Coxon, Leader of Ashby de la Zouch Town Council, said: "I am very pleased that we have been able to think outside the box and give Ashby traders and residents the opportunity to get involved with some festive activities.

"This is the first time we have opened up the Best Dressed Window competition to a public vote through an online voting form and we have seen an impressive amount of entries and comments."

In total, nearly 50 businesses from Ashby and Coalville took part and 393 votes were received.

The district council also ran a Have You Seen Santa competition which encouraged families to find ten out of a possible 130 Santas hidden at seven locations across the district including Coalville, Ashby de la Zouch, Castle Donington, Ibstock, Kegworth, Measham and Whitwick.

More than 40 entries were received and 30 of those that took part will also be randomly chosen to receive £10 shop local gift vouchers.

Cllr Coxon added: "Both competitions have brightened up the town and put smiles of people's faces and I would like to thank everyone for taking part."